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Missed-call text-back: what it is, what to send, and the rules
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Missed-call text-back sends one automatic text to anyone whose call you couldn't answer, so they hear from you before they call the next company. Keep it to one short message about their call: your name, your business, when you'll call back and a way to book. Leave out promos, and stop if they reply STOP.
You're on a ladder, under a sink or driving between jobs, and the phone rings out. Plenty of callers won't leave a voicemail. They just call the next name on the list. A missed-call text-back is the simplest fix: the moment a call goes unanswered, the caller gets a short text from your business number saying you got their call. This guide covers what to send, what to leave out, and the rules that apply, as of October 2026.
What is missed-call text-back?
It's an automatic text your phone system sends to a caller when you don't pick up. The caller hangs up, and a few seconds later they get something like "Sorry we missed you, it's Dave from Dave's Plumbing. I'm on a job and will call you back within the hour." They can reply with what they need, and you can answer when you're free.
Most business phone apps and texting services offer it as a setting. It's sometimes called "missed-call auto-reply" or "text-back." It runs on your existing number, so the text comes from the same number they just dialed. We don't recommend a particular provider. Pick one that works with the number on your Google Business Profile, because that's the number people call. Google asks for a number under the direct control of the business.
Want a rough idea of what missed calls cost you now? Run the free missed-call calculator first. You'll have a before number to compare against once the text-back is running.
What should a missed-call text say?
One short, plain message about the call they just made. It should answer the caller's real question, which is "did anyone get that?", and give them an easy next step.
| Put this in | Leave this out |
|---|---|
| Your first name and business name, so they know who's texting | Discounts, coupons or "this week only" offers |
| That you're on a job (true, and people get it) | Links to anything except your own booking page or website |
| When you'll call back, as a time you'll keep | More than one text if they don't reply |
| A way to move forward now: "reply with what you need" or a booking link | Anything that reads like it came from a robot ("Your call is important to us") |
| Under about 160 characters if you can, so it arrives as one text | Adding them to a marketing list |
Here's a version that covers all of it in 138 characters:
"Hi, it's Dave at Dave's Plumbing. Sorry I missed your call. I'm on a job and will call you back within the hour. Reply with what you need."
We've written eight more for different situations (after hours, emergencies, with a booking link, and what to send when they reply STOP) in the missed-call text templates. You can fill in your details and copy them.
Is it legal to text someone who just called you?
A single reply about the call they just made is the low-risk end of business texting, but there are rules, and this isn't legal advice. Here's what the official sources say.
- Consent for automatic texts. The FCC's consumer guide says texts sent to a mobile phone with an autodialer need the owner's prior consent. "Commercial texts require written consent; for informational texts, your consent may be oral." A missed-call reply is informational. Keep it that way.
- Opt-outs. The same FCC guide says people can opt out "at any time and in any reasonable manner." The wireless industry's guidelines (CTIA) say to honor STOP and plain-language requests like "please stop."
- Carrier registration. U.S. carriers expect texts sent by software from a regular 10-digit number to be registered (called A2P 10DLC). Twilio's documentation says "anyone sending SMS/MMS messages over a 10DLC number from an application to the US must register." Your texting provider runs the registration, and unregistered texts can be filtered or blocked.
The low-risk part ends when the text-back turns into marketing. Don't save missed callers to a promo list or send them seasonal offers later unless they've agreed to that separately. If you're unsure about your setup, ask your texting provider what consent they require, or ask a lawyer.
How does Google's 20-second rule change the math?
If you run Google Local Services Ads, a missed call can now cost you a lead fee as well as the job. Since October 1, 2026, Google's help page says a missed call during your business hours is a chargeable lead if the caller stays on the line more than 20 seconds, voicemail included.
A text-back doesn't undo that charge. Google bases it on the call, not on what happens after. But it changes what you get for the money. A caller who gets a reply in seconds has a reason to wait for your call-back instead of moving on, so a lead you've already paid for has a better chance of becoming a job. The full rules, credits and settings are in our guide to LSA missed-call charges.
How do you set up missed-call text-back?
What else catches callers who won't wait?
A text-back helps people who are willing to text. Some won't. They'll search your name and decide from what they find. So:
- Fix your voicemail greeting. Business name, "I'm on a job," and when you'll call back. Keep it short.
- Give them a second door. A website with your services, your area, real job photos and a short quote form catches the people who'd rather type than talk.
- Keep your Google profile current. Hours, phone and website link. Our Google Business Profile checklist walks through it.
This guide explains what the cited sources say as of October 2026. It isn't legal advice. Texting rules vary by state and change over time, so check with your texting provider or a lawyer for your situation.
Questions trade pros ask
Should the text-back go out after hours too?
Yes, with a separate after-hours version that says when you'll call back, such as "first thing tomorrow morning." Only promise a time you'll actually keep.
What if the caller replies STOP?
Stop texting that number. The FCC says people can opt out of robotexts at any time and in any reasonable way, and the wireless industry's messaging guidelines treat STOP, END, CANCEL, UNSUBSCRIBE and QUIT as opt-out words. You can send one short confirmation, then nothing more.
Can I put a discount or special offer in the text-back?
Leave it out. The FCC's consumer guide says commercial texts sent with an autodialer need written consent, while informational texts can rely on oral consent. A reply about the call they just made is informational. A promo isn't.
Does a text-back stop Google charging for a missed Local Services Ads call?
No. Google's help page bases the charge on whether the call came in during your business hours and the caller stayed on the line more than 20 seconds. A text doesn't change that. What it can do is turn a lead you're already paying for into a booked job.
Do I need to register to send automatic texts?
Usually, if software sends them from a regular 10-digit business number. U.S. carriers require A2P 10DLC brand and campaign registration for texts sent from an application, and unregistered traffic gets filtered or blocked. Your phone or texting provider handles the registration.
Sources
- Stop Unwanted Robocalls and Texts (FCC consumer guide) Consent for autodialed texts, commercial vs informational, opting out. Page last reviewed Feb 27, 2026; checked Oct 17, 2026.
- Messaging Principles and Best Practices (CTIA, May 2023) Opt-in, opt-out and STOP handling for business texts. Checked Oct 17, 2026.
- Programmable Messaging and A2P 10DLC (Twilio Docs) Who has to register texts sent from an application. Checked Oct 17, 2026.
- How leads work (Local Services Help) 20-second rule for missed calls in business hours. Checked Oct 17, 2026.
- Guidelines for representing your business on Google (Business Profile Help) Phone number under the business's direct control. Checked Oct 17, 2026.